INTEGRATION STRATEGY & IMPLEMENTATION OF IMPROVING SALES PERFORMANCE

• Main Author: Triwardhani/ 29116087, Annisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25683
• Institution: Institut Teknologi Bandung

Rapid growth of creative economy along with digital technology created a new breakthrough and opportunities in the economic field. Indonesia's digital buyers are estimated to reach 31.6 million buyers by 2018, with a penetration of about 11.8% of the total population. The amount is projected to increase to 43.9 million buyers by 2022. It also has had a good impact on the Indonesian economy. Based on a survey conducted by the Creative Economy Agency (Bekraf) and Central Bureau of Statistics (BPS), there was an increase of GDP in creative economy industry from year 2014 to 2016 and it continues to increase, this also occurs in the aspect of Indonesian labor. <br /> <br /> <br /> Fashion is currently the leading product to its contribution for Indonesia economy, accounting for 2.5 billion USD market share. This shows that the category of fashion in the creative industry and e-commerce business is popular in the community. Paleshirts is one of the online shops of fashion industry that appears when rising of creative economy & digital technology is on the edge. Although Paleshirtscannot be regarded as e-commerce, Paleshirts belongs to the fashion category in small and medium-sized creative economy and has developed and introduced its business digitally through Instagram social media platform. In addition to the rapid development of creative economy & digital technology, Paleshirts is currently experiencing low sales volume. From all the products that are offered, only a few products are in demand that result in many unsold products. This research will propose new strategies for Paleshirts to solve the business issue. <br /> <br /> <br /> This study uses qualitative methods by conducting a survey to customers and in-depth interviews with 13 respondents representing Paleshirts' target market to find out what exactly kind of product they want to address Paleshirts sales issue. Furthermore, the company's SWOT and root causes are derived from internal and external analysis. <br /> <br /> <br /> From the result it was found that many Paleshirts products did not fit the needs of the consumer, therefore Paleshirts also did not include the habitual aspect of consumer online purchasing in its current strategy so the target market has not been achieved. New strategy created from TOWS matrix, conclusion from overall strategy analysis is redefining STP, exploring affordable yet effective marketing activities, increasing supply and producing innovative yet affordable products & content. <br />